How attractive are people to food?

Why does the teacher always ask the same question ... really! .....

It's not chemistry, is it (because we also do this in senior one chemistry), social investigation?

I found this. Pieced together.

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Three principles of packaging design: striking, understanding and moving.

The so-called packaging, not only has the role of product protection, but also has a positive role in promoting. With the fierce market competition in recent years, more and more people are trying their best to make it play the latter role. Japanese scholar Yi Zhuozhi once put forward the principle of "striking, understanding and liking".

noticeable

In order to promote sales, packaging should first attract consumers' attention, because only the goods that attract consumers' attention can be bought. Therefore, the packaging should use novel and unique shapes, bright and dazzling colors, exquisite patterns and unique materials to make the packaging have a striking effect, so that consumers will have a strong interest at first sight.

Strange and novel shapes can attract consumers' attention. For example, the shape of wine bottles is generally cylindrical, and some wine bottles are designed into complex anchors or human bodies by imitating the shape, which will be very prominent and beautiful in a number of cylindrical and rectangular wine bottles.

The beauty of color is the most easily felt by people. Some market scholars even think that color is the first factor that determines sales. In their long-term market research, they found that some colors as the packaging of products will make products surprisingly difficult to sell, and gray is one of them. They believe that this is because gray is hard to make people feel excited, and naturally it is difficult to make an impulse to buy. They put forward that red, blue, white and black are the four major sales colors, which were discovered when making and comparing images of red, blue, white, black, green, orange, yellow and brown. Take red as an example, it has the largest number of images, and it is the image with the strongest relationship with life, such as sun, fire and blood. Therefore, red is the most exciting. Blue, white and black are also closely related to the sun, which is always high above the blue sky. As soon as the sun goes down, the sky becomes dark. When the sun rises again at dawn, the sky in the east becomes a fish-belly white. These four colors are important colors that dominate the rhythm of our daily life. When they are used as sales colors, they can arouse consumers' goodwill and interest. This analysis has certain rationality. Patterns are combined with colors. The carton packaging of the "Snow Lotus" cashmere sweater is soft light green, with white snow lotus patterns protruding from the box, which is particularly elegant and eye-catching. There is a brand with antique black stripes on the red background outside the bottle of "Ancient Wine of the Western Han Dynasty". On the yellow background of the box, there are four vigorous and dignified black seal characters "Ancient Wine of the Western Han Dynasty", like an old man telling a long story. In a row of colorful bottles, its unique charm is very eye-catching.

Generally speaking, the design of packaging should mainly set off the brand trademark, fully display the characteristics of the brand trademark, so that consumers can immediately identify a factory's products, especially brand-name products and brand-name stores, from the phonetic symbols and the overall packaging design, and the eye-catching trademarks on the packaging can immediately attract consumers. The change of packaging materials has also attracted people's attention. Porcelain gifts exported from Shandong are packed in portable boxes made of corn husks, which not only makes full use of rural surplus labor, but also makes a large number of cheap local materials into artistic handicraft packages with folk characteristics and elegant texture, which is more artistic than ordinary carton packaging. Sichuan's famous "silk-wrapped rabbit" food was originally packed in red rectangular cartons, but now it is woven into exquisite cylindrical containers with thin bamboo strips, which is unique and beautiful, forming an unforgettable impression.

Understand; Understanding

Successful packaging not only attracts consumers' attention and interest in products through the use of shapes, colors, patterns and materials, but also enables consumers to understand products accurately through packaging. Because the purpose of people buying is not packaging, but the products in packaging. The most effective way to accurately convey product information is to truly convey product image, which can adopt fully transparent packaging, display products by opening windows on the packaging container, draw product graphics on the packaging, make concise text descriptions on the packaging, and print color product photos on the packaging.

There is a "skylight" on the upper part of the carton package of "Xuelian" brand cashmere sweater, and the color and texture of cashmere sweater can be clearly seen through cellophane, which is convenient for selection. The "Diamond" brand stainless steel kitchen knife in Yangjiang, Guangdong, is packed in a carton with a fixed blade, which is convenient to carry and sell. On the box surface, close-up photography is used to show the lens of confrontation; The bottom picture shows vegetables and meat, with photos and explanations of the origin, history and quality of kitchen knives, which makes its long history and excellent quality truly and intuitively displayed and welcomed by customers at home and abroad.

Accurately conveying product information also requires that the grade of packaging should adapt to the grade of the product, and it is a failed packaging to cover up or exaggerate the quality and function of the product. Ginseng exported from China used to be packed in sacks and cartons, and foreign businessmen suspected that it was dried radish. Naturally, this is understood from this original packaging level.

On the contrary, low-end products with gorgeous packaging and expensive prices will not attract consumers. At present, most of the small food packages in China market are exquisite. Eye-catching colors, gorgeous patterns, silver-shining aluminum foil bags with moving instructions on them are very attractive to consumers, especially children. But many times, the value of the food in the bag is far from the selling price, which makes people feel cheated. Therefore, the grade of packaging must adapt to the grade of products.

According to the successful experience of domestic and foreign markets, the packaging of high-end consumer goods used by high-income people mostly adopts simple and clear pictures, soft and elegant colors and superior materials; For low-end consumer goods used by low-income people, obvious bright colors and pictures are often used, and then the word "economic benefits" is used to express the product information accurately to consumers and make them understand.

Accurately conveying product information also requires that the shapes, colors and patterns used in packaging do not violate people's habits and do not cause misunderstandings.

For example, the use of packaging colors is experienced: butter cannot be sold in other colors without yellow packaging design, and coffee cannot be sold in blue packaging, because people have a relatively fixed understanding of the product content expressed by a certain color for a long time, and these colors can also be called commodity image colors. Some product image colors come from the product itself, brown represents tea, peach represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and brown comes from coffee.

Some are psychological stereotypes, such as the relationship between color and taste. Japanese marketers have done some psychological tests to let consumers look at two brands of curry boxes to distinguish sweet curry from spicy curry. Gurico brand curry is sweet, but looking at its red box, 70% people think it is spicy. The box of sb gold medal sweet curry is yellow, which is recognized by most people. Obviously, the sweet packaging of sb gold medal is understandable, and it is definitely better than Guricoku. In fact, sb gold medal spicy curry packaging box adopts red and black packaging design, which was very popular when it was listed around 1965, which made its share price soar, indicating that the red and black design skillfully expressed the meaning of spicy taste and got the understanding of consumers. The color of the product image is not complicated and profound, and ordinary consumers can naturally understand it.

Good advice

In other words, the shape, color, pattern and material of the package should arouse people's favorite emotions, because people's likes and dislikes play an extremely important role in the impulse to buy. Good feelings come from two aspects. One is practicality, that is, whether the packaging can meet the needs of consumers in all aspects and provide convenience, which involves the size, quantity and exquisiteness of the packaging. The same skin cream can be a large bottle or a small box, and consumers can choose according to their own habits. Similarly, a beautifully packaged product can easily be selected as a gift, and those with poor packaging can only be used by themselves. When the packaging of products provides convenience, it will naturally attract consumers' favor.

Good feeling also comes directly from the feeling of packaging shape, color, pattern and material, which is a comprehensive psychological effect and closely related to individuals and personal atmosphere. As far as color is concerned, everyone has his own favorite and disliked colors. Of course, we can't force consistency, but there are similarities. For example, most women like white and red and pink, which are called feminine colors. The use of white and red in the packaging of women's products can arouse women's love. Men like solemn black, also called masculine color, and the packaging and black of men's special products can be favored by men. Different nationalities have different favorite colors, which are called national colors. Americans like yellow, and products packaged in yellow sell well, such as Kodak color film, products of Kadapira, the world's largest construction machinery manufacturer, cosmetics of Kureroru, and sunscreen of Max Fakuta. But Japanese people don't like yellow, and yellow packaging in Japan is often difficult to sell. Some people think that Americans like yellow because of their love for blondes, while others think that the sun looks golden in the hot areas of southern States, so I won't go into the mystery here. This national favorite psychology is also relative and changeable. We just emphasize that feelings of like and dislike can affect buying behavior.

Packaging is the earliest and most perfect combination of product and culture. Packaging makes products highly commercialized, and the original products lack packaging. The development of products and commodity society inevitably requires the introduction of packaging. This is like a farmer who has been farming for generations. Once he develops into a rich man or a gentry, he will want to marry a woman of scholarly family, so a new form appears. The development of history and society will always have infinite germination and development inevitability.

The pattern of world historical development is constantly evolving. /kloc-the 9th century is a world pattern of "one superpower and many powers", and "one superpower and many powers" refers to the British Empire, which is known as the "country that never falls". Britain's gross industrial and agricultural output value, shipping and world trade, financial resources and military strength, and even the number and area of colonies have surpassed those of the great powers. It has always maintained a leading position in the world for a century and is known as the "world factory". Other European powers can't match it.

However, the United States gradually got rid of colonial rule at the beginning of 19 century, and its national strength was weak. By the end of19th century, it became the world's first industrial power, promoted colonial expansion in the world and competed with European powers for hegemony, becoming a super empire in the world pattern of "one superpower and many powers" in the 20th century. It is worth mentioning that in 187 1, Germany accelerated the industrial revolution after reunification under the situation of being divided by small feudal countries for a long time, and its economy developed rapidly and rose rapidly, becoming the second industrial power in the world, which is a basic reason for the development of modern industrial design in Germany and Europe.

Therefore, the European and American packaging design and its concepts we are discussing today generally refer to the packaging design in English-speaking countries, while the packaging design and its design concepts in Germany and the United States involve more. Modern packaging design completely depends on the development of modern industrial society, which is an ideology of modern commercial society and an ecology of modern society. The formation and development of packaging in Europe and America are due to the high development of commodity economy in Europe and America, the great improvement of material life caused by industrial revolution, and the concept of large circulation needed for expanding to the world. European and American packaging and its ideas are attached to their own economic forms, lifestyles and consumption patterns, and become a "form with content accumulation", which constitutes the inherent pattern and appearance of European and American packaging, the pattern of the same strain and its recognized rationality and aesthetic value. Hegel said that "beauty is the perceptual embodiment of ideas". The form of European and American packaging is to embody the concept of European and American packaging. The pragmatic packaging in Europe and America has always given people a pragmatic impression. Protective packaging, storage packaging, display packaging, classified packaging ... In the final analysis, packaging is for sale, the purpose of goods is for sale, and packaging is of course a wedding dress for them.

From the early packaging, from the packaging design published in old magazines 70 years ago to the present packaging design, there are designs that truly reflect the connotation and directly convey the inherent quality of goods. The packaging of hand lotion at the beginning of the century to the packaging of pet cat food in recent years can be called vernacular packaging, but it is still beautiful and has formal continuity. Fully convey what you want to say in visual form, tell you accurately, and even express your words, just like Coca-Cola clearly displays the name of its products, and many products use eye-catching letters to convey information. Of course, these are all carefully designed. The level of packaging information transmission is very clear and reasonable, such as product name, brand, additional nouns, capacity, enterprise name, etc. The first information is reasonable and prominent, and the physical image arrangement is generous and decent. The correct transmission of information should be the basic concept of packaging in Europe and America. Strict standardization is the other side of European and American packaging. Because of the early development of industry and commerce, it is found that various rules of the game are needed in the long-term development process, so both advertising and packaging have thoughtful legislative norms. Many packages have fully detailed instructions and verification data, and no false words are allowed. However, due to the excessive caution to consumers, there have been many situations that orientals cannot understand. For example, someone wrote an article about American packaging warning. Here are some examples: 1. A child's cough syrup says, "Don't drive or open the machine after taking it." Second, a frozen vegetable says, "Please thaw it and eat it." 3. Description of hair dryer: Please don't use it while sleeping. The package of a kitchen knife says, "Please don't use it for other purposes". On the packaging bag of roasted peanuts, it says: "Warning: Nuts are contained, please keep away from children". Wait, the author originally thought that these warnings were redundant and ridiculous, but they were written as a joke. However, Hong Kong readers who are familiar with American life corrected them and thought that these warnings were specifically aimed at adults, especially children, in line with the original intention of legislation to protect children and played a useful role. However, it has been reported that Africans took China Chinese patent medicine and swallowed wax pills with shells by mistake, because the package did not indicate that the wax pills with shells needed to be peeled off, which caused disputes. It can be seen that the importance of packaging design standardization, especially in today's economic globalization.

As the form and intermediary of all commodities, packaging is very necessary to carry out comprehensive legislation and strict norms, which is the basic orientation of safeguarding consumers' interests and packaging. Consumer awareness and protection of consumer interests are the basic principles of packaging philosophy, which is also the selling point of European and American packaging. The transfer packaging of graphic symbols pays attention to the development of visual language and is a visual communication design. As the abstraction of visual language, the development and transformation of graphics and symbols has always been a big topic. Abstract always has more, deeper and greater connotation than concrete. Abstraction is a kind of centralization and typicality, and abstraction is greater than reality. The development of graphics and symbols is an endless design element as well as a modern design element. The impact and penetration of excellent and successful design all come from the visual language composed of modern graphics and symbols. European and American packaging attaches great importance to the study of graphics and symbols. In addition to a large part of old and complex inherent styles, it brings some generous, concise, strategic and exquisite design works, which makes the design move towards a new interface and level. There are also many such successful designs. Interestingly, no matter how European and American packaging develops, it is always obviously different from oriental packaging and has different temperament. National temperament is something in the foundation, and it will always be expressed in a certain form. The key is to dig out the essence of optimality in national temperament.

When the society has entered the digital age, numbers have become a high-tech application language, which has spread all over life. The way of information exchange in life is evolving, resulting in qualitative evolution. As a new visual language, graphics and symbols are bound to penetrate into all fields of life. European and American packaging has made a useful attempt in this respect. Whether it is concrete or abstract visual communication design, it should be examined and studied as a language. Establish and brand awareness to become the packaging image. The overall planning concept of cis corporate image was formed in the United States in the late 1960s, and later spread all over Europe, America and Japan. It was formally established in 1970s, which had a great impact and influence on the packaging design concept. It has become a fashion to embody the current corporate image and brand awareness in packaging, and packaging has become a window to display cis strategy, which has been well reflected in European and American packaging. The formation of cis improved the packaging. It is a historical stage, and packaging has a new concept and form. Packaging is not isolated, but a part of the whole. Packaging is not only sales, but also gives enterprise culture and enterprise spirit. Enterprises and consumers are not only a commodity relationship, but also a deeper affinity. In the packaging of some brand-name goods, product names have more awareness of ball flavor, and attractive advertising language and logo spot color have been added. For example, Kodak, Coca Cola and Nestle, which are embodied in packaging design, are all embodied in the overall cis strategy that permeates all sectors of society and leaves brands. Compared with traditional packaging, these packages have made a qualitative leap. They contain not only a product, but a whole concept, which has become the mainstream of packaging for a period of time. High-tech enters Europe and America. Due to developed industries, deep and extensive feelings and applications of high technology, and the trend of rapid economic development in time, the computer industry and information industry have developed rapidly, and the development of high-tech software, design and printing has entered a new era. A few years ago, compared with the computer age in Europe and America, our printing and design were still in the stage of slash and burn, with hand-drawn design drafts, typesetting and black-and-white drafts. The backwardness of science and technology will inevitably affect the great progress of design. Advanced computer technology increases the possibilities, reduces the limitations and strengthens the standardization of packaging design in Europe and America. The invention, input and application of bar code is an epoch-making progress in packaging, which makes packaging enter the supermarket to adapt to a larger market. The application of anti-counterfeiting marks and the latest anti-counterfeiting technology, coupled with the superb technology of special printing technology and special technical means, are the strengths of European and American packaging.

European and American packaging design procedures and style procedures are regular and free. It should be said that there are many programs from art to life in eastern countries, while western countries are less bound by traditional frameworks and have fewer programs. But it can't be said that there is no program, and any historical accumulation will produce programs. European and American packaging has its continuous mode and scheme, but due to the development of high-tech processing with western national temperament, they are more likely to abandon the scheme. Generally speaking, European and American packaging has a generous, rigorous, grand and masculine style. The visual scale (a feeling) is larger than the oriental packaging, and the layout has a generous feeling. This is a design cut from the front. Pay attention to the big picture, be less dexterous, less emotional and more rational. Limited by space, this article does not make a specific analysis. However, if we carefully observe the flags of western countries, we will find the typical style of a country. There is no shortage of complex packaging like the American Stars and Stripes, and there is no shortage of neat and almost rigid packaging design like the German tricolor flag.

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Therefore, I also want to say that if it is a chemical topic, food packaging depends on materials to distinguish the impact on purchase, as well as inflatable substances. ......

I digress = =